Examining The Risk Of Our Country Celebrity Advertisement And Promoting Countermeasures

With the fast development of market economy, enterprises are becoming increasingly fierce competition. In order to place in the market, enterprises are competing to hire celebrity for their spokesmen to open the market, improve product awareness and enhance brand image. While the celebrities are known for their extensive and profound influence, they are favored by the majority of enterprises. Celebrity ads starts from the last century 90 years, now it occupies half of the advertisement market. However, the risk of the celebrity ads shows up. This article analyzes on celebrity ads risks and the reasons, and discusses the countermeasures to avoid the risk of celebrity ads.Firstly it states the basis and significance of celebrity advertisement, analyzes current research situation at home and abroad on celebrity advertisement, explains the concept of celebrity advertisement involved in this article and analyzes the effectiveness and principle of celebrity advertisement. The article analyzes the risk of celebrity false advertising, the risk of celebrity instability, celebrity and brand in the risk of inconsistent,the risk of not consistency in celebrity advertisement, the risk of product and celebrity reversing, the risk of celebrity as other products, the risk of the choice of the cost of business. The article holds that the reason as follows:enterprise blindly chase popular celebrities,celebrity one-sided pursuit of self-interest, self-regulatory mechanism for the lag,laws and regulations lag,and the lack of supervision professional bodies. To further regulate the activities of celebrities in advertising behavior, it proposes countermeasures. Enterprise widely avoids risks. Celebrity strengthens self moral cultivation. Country improves the relevant laws and regulations. Establishment of self-discipline Alliance. Improving administrative supervision mechanism and so on.